Morrisons is giving away 27 tonnes of free carrots to shoppers across the UK in the run-up to Christmas.
The supermarket’s festive giveaway began on December 20 and will continue until Christmas Eve.
The initiative allows families to pick up a complimentary carrot to leave out for Rudolph as part of Christmas Eve traditions.
The free carrots are being distributed nationwide and are available while stocks last.
Morrisons confirmed the carrots are provided on a first come, first served basis.
The vegetables are sourced from the retailer’s Naturally Wonky range, which includes produce that may differ in shape or size from standard items but remains fully edible.
The carrots taste the same as regular carrots despite their appearance, and will be positioned at the front of stores.
The retailer said the giveaway aims to support households during a period of increased seasonal spending, and to help keep Christmas traditions affordable.
Morrisons offers complimentary wonky carrots for families
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GETTY
Leaving food out for Father Christmas and his reindeer remains a common custom in households across Britain, with the supermarket saying it wants to ensure cost does not prevent families from taking part in these traditions.
They added that the giveaway supports efforts to reduce food waste.
The carrots are grown by British farmers who supply the Naturally Wonky range.
Chris Smith, root veg senior trader at Morrisons, said the supermarket was pleased to continue the festive initiative.
“Christmas is all about spreading joy and cheer, so we’re delighted to offer our younger customers a free wonky carrot to leave out for Rudolph and his friends on Christmas Eve.
Naturally wonky carrots
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Morrisons
“Our Naturally Wonky range supports British farmers, reduces waste and gives customers a great-value option that still tastes fantastic.”
The Naturally Wonky range, first launched in 2015, focuses on selling fruit and vegetables that do not meet traditional cosmetic standards.
The range helps tackle food waste across the supply chain, and now includes a wide variety of produce such as parsnips, courgettes and potatoes.
Morrisons said customer demand has driven the expansion of the range.
Morrisons said customer demand has driven the expansion of the range
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MORRISONSIn the past year, shoppers purchased nearly 17,500 tonnes of wonky carrots, with customers getting behind the cutting of food waste.
The free carrot giveaway will run until Christmas Eve or until stocks are exhausted, so shoppers are encouraged to visit stores early to avoid missing out.
The retailer said no purchase is required to collect a free carrot.